Extension and Validation of the Consumption Value Theory with Specific Reference to Shopping Centre Patronage in South Africa

Abstract

The consumption value theory was triangulated with the means-end theory and it is concluded that both these theories integrate well into an extended consumption value theory. The CVT can then be considered to be theoretically validated. The validated theory was applied in the context of the patronage (-of shopping centres) decision, and it was found to extend to this previously untested decision.